Wazdan is targeting global expansion with its range of high-profile games. In an engaging discussion, Izabela Słodkowska-Popiel, Wazdan’s Head of Account Management, explores the company’s dynamic strategy for expanding its presence in the Latin American market.
What are Wazdan’s ambitions in Latin America and what strategy are you embarking on to achieve those goals?
We have successfully established partnerships with local operators to build and retain lasting relationships and boost our brand recognition. Since we entered Colombia in 2020, our partnerships with renowned operators Betsson Argentina and Betplay have already positioned us as a provider offering significant benefits for customers in the province of Buenos Aires.
With the regulatory landscape evolving rapidly, we aim to expand our presence across Latin America and have a strong focus on strategic expansion in newly regulated markets such as Peru and Brazil. We have been working hard to establish a robust, well-defined legal framework for operators in both regions and broaden our scope across Latin America, encouraging new partnerships.
We take pride in our customisable approach to igaming, which incorporates our extensive focus on adapting to player preferences while analysing their needs and expectations across different LatAm markets. Our Freedom of Choice™ suite is essential for yielding tangible results, granting players an enhanced gaming experience.
The company is currently operational in Colombia and Argentina: Can you tell us about those markets and what specific dynamics you have noticed in each jurisdiction?
Wazdan successfully expanded in the Colombian igaming market by obtaining a licence from the state regulator Coljuegos. Known for its exemplary regulatory model, Colombia is considered a leader in Latin American gaming regulation due to its clear and comprehensive framework for online gaming.
We have strengthened our position in Colombia through many strategic partnerships. One notable deal was with BetPlay. Games like 9 Lions and Magic Stars 3 have expanded our reach to a larger audience, further showcasing Wazdan’s diverse gaming options. These titles are enriched with unique features such as Chance Level™, Volatility Levels™, and Ultra Lite Mode™, which offer players customisable gaming experiences.
Elsewhere, Argentina has a complex landscape of regional diversity and challenges regarding igaming. This is due to its decentralised regulatory framework, which leads to variations in rules, licensing requirements, and structures in each jurisdiction. Unfortunately, inconsistencies throughout regulation can arise.
That said, our operations with Betsson – driven by mutual growth combining BetPlay’s strong market presence and Wazdan’s innovative games development – have expanded our player reach and retained gamers, positioning us at the forefront of a dynamic market. The demand for online entertainment among tech-savvy individuals in Latin America has risen alongside an expected increase in internet penetration, particularly in Argentina, where 10.4% of the population uses smartphones to access online gambling platforms.
What type of content works well in LatAm markets, and do you notice any specific nuances about how players consume your titles?
Wazdan games have gained popularity across LatAm markets due to our innovative gameplay tools that align well with players’ preferences. Our engaging features, such as Hold the Jackpot™, encourage players to invest more time in gaming by triggering jackpot bonuses. The Wild Rampage™ appeals to those who enjoy fast-paced environments, offering the thrill of big wins, and our high-volatility mechanics attract players willing to take risks for higher rewards.
We also incorporate local themes inspired by LatAm culture, which resonate well with players. We’ve found that games featuring specific myths or landmarks attract players through visually compelling storylines. For instance, our Mighty Wild™: Panther title is one of our most favoured games and has received recognition across multiple industry awards.
Elsewhere in LatAm – Brazil is the hot topic. Tell us about Wazdan’s plans in Brazil once the regulatory regime is established. How do you aim to replicate your other successes in Brazil?
Once the regulatory framework has been established and we have analysed the legal requirements, we aim to expand our reach rapidly across regulated markets in the region. We will collaborate with key partners with local market knowledge to leverage regional expertise while promoting our innovative features and high-quality titles for players and operators across Brazil and Argentina.
We focus on honing our Brazilian identity to drive further success in its regulated market. As previously mentioned, we understand that adapting our games to local tastes and preferences has proven to be a highly successful approach. Games inspired by Brazilian culture resonate well with our audience, enhancing the allure of our brand.
Stay tuned for our exciting new addition to the player-favourite series, Mighty Wild™: Jaguar. This game will incorporate incredible prizes utilising our most favoured unique tools, all designed with a player-centric approach tailored to each individual’s preferences.
You’re also undergoing the licensing process in Peru – what makes Peru a market of note and how big do you anticipate that to be?
Peru is one of the fastest-growing markets in the region, ranking as the third largest country after Brazil and Argentina. Wazdan is extremely excited to enter the regulated igaming market. Like the rest of Latin America, Peru is experiencing increasing internet penetration and mobile usage, leading to a growing demand for online gaming across the industry.
As we explore new markets, we focus on obtaining licences from highly regulated environments with stable and respected regulatory frameworks. Similar to the clear regulations in Colombia, the Peruvian government is working on establishing a well-defined regulatory framework for online gaming. This is essential for attracting operators and investors to collaborate with Wazdan and utilise our renowned features.
From a content perspective, how much must you tailor your games to the LatAm audience and how important is localisation in your approach?
Tailoring games specifically for a Latin American audience is crucial when considering content localisation. Wazdan adapts its games to reflect local themes and traditions, ensuring we incorporate elements that resonate with our audience. This approach is part of our overarching goal to create world-class games that enhance player engagement and retention, which are vital for Wazdan’s success.
Additionally, adapting our game mechanics to suit local preferences is essential for improving user engagement. By doing this, our features, such as Hold the Jackpot™, Wild Rampage™, Volatility Levels™, and Chance Level™, align with the region’s cultural preferences and playing behaviours.
Aside from market entries in Peru and Brazil, what can our readers expect from Wazdan in Latin America in the months ahead?
In addition to our market entries in Peru and Brazil, we are excited about expanding our reach into the upcoming regulated markets in the region..
Wazdan has ambitious plans for Latin America. Our mission is to provide our products to as many players as possible, allowing players and operators to benefit from our innovative solutions. To achieve this, we will launch a wide range of our high-quality titles in the market, offering the player base various thrilling products.
As markets grow, we aim to stay ahead of the competition by being the first to deliver our cutting-edge services and games. We will expand our game portfolio with localised content tailored to regional preferences.
You can find us this year at the Latinoamérica SBC Summit at stand B32, where we will showcase our advanced software. We’re committed to staying ahead of the competition and being the first to deliver our innovative services and games to support this exponential growth.
